Mumbai Dabbawala

Services Marketing

Introduction

• Dabbawala is a tiffin delivery system.• Started in 1890 by Mahadeo Havaji Bacche.• In 1954 Nutan Mumbai Tiffin Box Suppliers

Charity Trust was formed.• They deliver tiffin box (Dabba) to around 2lac

people and students everyday.• In 1998 Forbes Global Magazine gave it a Six

Sigma Rating.

Six Sigma

• Six Sigma is efficiency standard developed by Motorola.

• Company should not have more than 3.4 defects per 1 mn i.e: 0.00034%.

• Dabbawala’s were having accuracy rate of 99.99999%. i.e 1 error in 6 million transactions

Dabbawala’s Organizational Structure

Governing Council

Mukadams

Dabbawala

7p’s

• Product-Delivery service.• Price-Rs.150-350 per month.• Place-Travels all over the Mumbai.• People-5000 employees.• Physical evidence-Offices at

Dadar,Chembur,Ghatkopar etc• Process-Delivery system,Website.

Provider gap2

Blueprint of Dabbawala’s services

Standards

• Customer driven Standardization of Service. Hard Standards

Right on time. Compliance with commitments. Accuracy.

Soft Standards Feedback from customers

Provider gap3

Features

• Good HR policies.• Well Trained Employees.• Employee knows his role.• Team Work.• Job design.• Organisational Structure.

Services Triangle for Dabbawala’s